Riding on the smash hit Chhota Bheem , animation company Green Gold has set its sights on retail. It is bringing to the market a growing range of merchandise branded on Chhota Bheem .

The Hyderabad-based company has opened eight exclusive Green Gold stores across the country, the latest being in Mumbai last week. The merchandise store has nearly 25 products. These include Chhota Bheem comics, CDs, pens, keys, mugs, apparel, fancy items, bed sheets and gifts.

Green Gold Animation plans to set up at least 40 stores by fiscal-end 2013. The first company-owned store was opened in Hyderabad, where it now has three stores.

“Our strategy is to have a few company-owned and several on franchise model to grow quickly,” said Mr Rajiv Chilaka, Founder and Managing Director.

At present Ahmedabad, Bangalore, Ranchi, Kolkata and Rajkot have retail outlets. Each store (minimum 250 sq. ft) roughly requires Rs 20 lakh in investment. While an impressive Chhota Bheem stands in front of the store, the interiors will reflect green and yellow (golden) shades.

Top ratings

With top ratings on Pogo and several other channels, the laddoo -eating, animation hero Chhota Bheem , based on the mighty Mahabharata superman Bheem, adapted to Indian children's tastes, has opened up a world of opportunity for not just Green Gold but Indian animation industry itself, Mr Rajiv told Business Line .

The Rs 20-crore company has a content development tie-up with Turner International, which owns Cartoon Network and Pogo channels.

Green Gold has tied up with companies in China, Malaysia, and in cities such as Mumbai and Tirupur to source the line of branded merchandise it wants to offer in the stores.

> soma@thehindu.co.in

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